China’s Xiaomi Corp is going to launch more high-end products in order to shed its budget brand image. Xiaomi began selling its devices in India back in 2014 and according to tech research firm Counterpoint, it has defeated South Korea’s Samsung Electronics as India’s top smartphone player. Moreover, the company’s devices became instant sellers on e-commerce websites.
“We are inching up in the entire ASP (average selling price) curve, there is acceptance coming in at the higher end of the price band and in our definition higher end is now 30,000 (rupees),” Muralikrishnan B, the Chief Operating Officer of Xiaomi’s India unit told Reuters.
Xiaomi sells most of its smartphones online and is expanding its retail network in India by opening 10,000 stores in the country by mid-2020 from over 6,000 stores currently. Xiaomi’s expensive smartphones face harder competition from Samsung and Chinese rivals Oppo and Vivo, therefore it has tried to change that by launching phones with high-end processors and cameras, priced above 20,000 rupees.
“There are various ways in which you make inroads into the consumer’s psyche, into their home and help one category grow from the other,” Muralikrishnan said.